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Excellence in Corporate Communications – Internal Stakeholders

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by Havas Lynx for AstraZeneca

Summary of work


The cost of face-to-face training for the AstraZeneca (AZ) field sales force in Japan (2,500 reps) is high. As well as costs relating to travel, expenses, venues and facilitators, there are significant financial penalties which relate to missed business opportunities as a result of taking reps out of the field.

The effectiveness of existing training was categorised as poor, especially by less-experienced reps: millennials and generation Z.

The AvatarZ training programme was created by a small, fast-moving group within AstraZeneca to address these issues. This iPad-based learning system applies gamification and self-determination principles to instantly reward reps as they train, through themed unlocks and badges for successfully completing key learning modules. It motivates reps through competitive leader boards, exclusive features and real-world recognition programmes. Our data and research also shows that reps are utilising the resource to complete training on-demand; for example, while waiting in hospital car parks 15 minutes prior to a sales appointment.

The AvatarZ programme has been an immediate success. Medical reps now compete with each other to learn and develop and senior management has seen sales performances improve rapidly. This project has most likely returned our highest ever ROI (>300% in three months).

Judges comments

This is a remarkable piece of work and a great example of transformative communications. It truly speaks to a new generation through a creative idea developed out of insight and deep understanding of the target audience in terms of their practices and preferences. It is forward-thinking, engaging and game-changing.

Highly commended

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Category Sponsors

Debbie Tuesley - Communiqué Awards Director

Key dates

Entry deadline 11 March 2022
Extended entry deadline 18 March 2022
(additional fee applies)
Judging days May 2022
Awards Ceremony 7th July 2022

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Saoirse Meenaghan
Tel: 01372 414253